What Secrets Your Phone Is Sharing About You

Turnstyle's founder Chris Gilpin: 'We know there is more value to be extracted from this data. But we're wanting to move cautiously....' Brett Gundlock for The Wall Street Journal

Fan Zhang, the owner of Happy Child, a trendy Asian restaurant in downtown Toronto, knows that 170 of his customers went clubbing in November. He knows that 250 went to the gym that month, and that 216 came in from Yorkville, an upscale neighborhood.

Businesses are tracking their customers and building profiles of their daily habits using a network of startups that have placed sensors in restaurants, yoga studios and other sites. Chris Gilpin, founder of one such site, Turnstyle, joins the News Hub.

And he gleans this information without his customers' knowledge, or ever asking them a single question.

The sensors, each about the size of a deck of cards, follow signals emitted from Wi-Fi-enabled smartphones. That allows them to create portraits of roughly 2 million people's habits as they have gone about their daily lives, traveling from yoga studios to restaurants, to coffee shops, sports stadiums, hotels, and nightclubs.
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Turnstyle is at the forefront of a movement to track consumers who are continuously broadcasting their location from phones. Other startups, such as San Francisco-based Euclid Analytics Inc., use sensors to analyze foot-traffic patterns, largely within an individual retailer's properties to glean insight about customer behavior.

Their success speaks to the growing value of location data. Verizon Wireless last year began crunching its own location information from customers to help retailers see which neighborhoods shoppers arrived from or limited information about their habits, such as restaurants they drive past. Apple Inc. AAPL +1.99% recently released its iBeacon technology, which can be integrated into sensors to read customer's smartphone signals in brick-and-mortar stores.